A good brand honors a group

Nike honors great athletes.

Apple honors people who think different.

Stripe honors people with high agency who value intellectual ambition, as well as economic and technological progress. 

Every good brand is built on honoring a group of people. Who is your group? What do they respect and value? What are you making that will honor, impress, and energize them?

When you apply this degree of thoughtfulness, and promote your work enough, good things will happen.

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